The supporters who travelled to the other side of the country to follow their team were BLAMED by the manager, ABUSED by club coaches and remain IGNORED by club bosses.

No matter that they continue to spend hard-earned cash at the turnstiles and turn up in tens of thousands. No matter that a hardcore travel the length and breadth not just of the country, but the globe, following their team .

Mike Ashley and his men have continually disabused fans of the notion that this is in some way their club, a people’s club. It is now very much his club - to do with as he likes.